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TBID_2026-11-18_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 101 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA Wednesday, November 18, 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 – October 21, 2026, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve October 21, 2026, Meeting Draft Action Minutes. [City] B. BUSINESS ITEMS: 1. 2026 Atascadero Fall Festival Event Recap & 2027 Event Sponsorship Renewal Request ▪ Fiscal Impact: $25,000. ▪ Recommendation: ATBID Advisory Board to: 1. Receive and file recap of marketing results from October 2026 Atascadero Fall Festival. 2. Provide staff direction on the 2027 event support request renewal. [En Fuego Events] 2. 2026 Bovine Classic Event Recap & 2027 Event Sponsorship Renewal Request ▪ Fiscal Impact: $20,000. ▪ Recommendation: ATBID Advisory Board to: 1. Receive and file Bovine Classic Event Summary. 2. Approve 2027 Bovine Festival Event Renewal [Bovine] Page 2 of 101 3. SLO CAL “Meet Me in SLO CAL” UP + Adam Podcast Co-op ▪ Fiscal Impact: Up to $7,500 for three episodes. ▪ Recommendation: ATBID Advisory Board discuss and approve up to three episodes for SLO CAL’s “Meet me in SLO CAL” UP+Adam Podcast Co-op [SLO CAL] 4. SLOCAL Co-op Meeting Planner Market Research Results. ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file SLO CAL Co-op Meeting Planner Research Results [SLO CAL] 5. 2027 SLO CAL IPW Conference Booth Co-op Review ▪ Fiscal Impact: Up to $10,500. ▪ Recommendation: ATBID Advisory Board review and approve participation and delegate assignment at the 2027 SLO CAL Booth Co-op at the IPW conference. 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. Del Mar Food & Wine Festival Co-op Event Recap & Renewal (TBD). 2. Central Coast Cider Association Event Recap & Renewal (January). 3. ATBID Board Vacancy (January). 4. Sacramento Seasonal Meeting Planner Conference Recap (January). 5. Expense Threshold that doesn’t require Board approval (January). 6. Central Coast Zoo Update (TBD). 7. Hotel & Displacement Program (January). 8. Wastewater Presentation (January/ February). F. ADJOURNMENT: Page 3 of 101 ATBID | 11/18/26 | Item A1 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA DRAFT MEETING MINUTES Wednesday, October 21, 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 2:33 P.M. ROLL CALL: Present: Chairperson Christopher Oh, Board Members Clint Pearce, Nikki Inman and Sarah Maggelet Vacant: Board Member Absent: None. 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 – September 16, 2026, Regular Meeting Minutes ▪ Recommendation: ATBID Advisory Board approve September 16, 2026, Regular Meeting Draft Action Minutes. [City] MOTION BY: Pearce SECOND BY: Maggelet 1. Approve Consent Calendar. AYES (4): Pearce, Oh, Maggelet, Inman. ABSENT (0): None. VACANT (1): Board Member. Passed 4-0 Page 4 of 101 ATBID | 11/18/26 | Item A1 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] Bryan Yates from Bovine Classic 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 Bovine Classic event update. 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] 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. The Board Received and Filed Verdin Marketing’s Quarterly Marketing Report. 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] 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: Inman The Board motioned to approve Visit California Hopper Co-op Opportunity at $20,000 to drive stays at hotels and if there is a similar Hopper program for vacation rentals to bring back at a future Board meeting. AYES (4): Pearce, Oh, Maggelet, Inman. Page 5 of 101 ATBID | 11/18/26 | Item A1 ABSENT (0): None. VACANT (1): Board Member Passed 4-0 4. Budget Report Update & Performance Results ▪ Fiscal Impact: None. ▪ Recommendation: ATBID Advisory Board receive and file the Budget Report Update & Performance Results. [City] Terrie Banish with the City presented the items and answered questions from the board. PUBLIC COMMENT: Chairperson 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. C. UPDATES: 1. Visit SLO CAL Board & Marketing Committee Updates. [Visit SLO CAL/Marketing Committee liaisons] 2. Marketing Update. [Verdin Marketing] 3. City Business and Administrative Update. [City] D. BOARD MEMBER COMMENTS: None. E. FUTURE AGENDA ITEMS: (This section set aside for open discussion on future agenda items) 1. 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: Chairperson Oh adjourned the meeting at 3:24 P.M. MINUTES PREPARED BY: ______________________ Ashley Zamora Recreation Coordinator Page 6 of 101 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B1 11/18/26 2026 Atascadero Fall Festival Event Recap & 2027 Event Sponsorship Renewal Request RECOMMENDATIONS: ATBID Advisory Board: 1. Receive and file recap of marketing results from the October 2026 Atascadero Fall Festival. 2. Provide staff direction on the 2027 event support request renewal. DISCUSSION: The Atascadero Fall Festival was held in the Sunken Gardens on October 16 through October 18, 2026, with a variety of musical entertainment, from local community entertainment to major bands, like Los Hermanos opening the event on Friday evening to major entertainment on Sunday, October 18. The event included carnival rides, games, food vendors, a craft beer event on Saturday, merchandise vendors, and more. The event created a fantastic backdrop shared among many across social media. Event sponsorship history: 2021 awarded $5,000 sponsorship. 2022 awarded $20,000 sponsorship ($10,000 request and increased due to a multi-day event). $10,000 paid 2021/22; $10,000 paid 2022/23; 2023 awarded $20,000 sponsorship; 2024 awarded $20,000 sponsorship; 2025 and 2026 awarded $25,000 in sponsorship for both years with the focus to hire musical entertainment groups that will drive attendance that will spend the night with our local lodging partners. En Fuego Events will provide an oral presentation to the ATBID Advisory Board that includes the marketing dollars invested, the number of people that attended the event, and where they came from as a result of Atascadero Fall Fest 2026. In addition to this, En Fuego will present the Event Support Application for Atascadero Fall Fest 2027, Atascadero Fall Fest 2026 is provided to reference as an attachment. En Fuego Events will continue to work with the Colony Days Committee to include the Parade & Festivities as part of the event. Fall Fest will continue to be on the third weekend in October each year through 2028. FISCAL IMPACT: Up to $25,000. ATTACHMENT: 1. Event Support Application – Atascadero Fall Fest 2026. Page 7 of 101 1 The Atascadero Tourism Business Improvement District (TBID) was established to promote Atascadero as an overnight destination. The mission of the Atascadero TBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of community partners to design events that attract visitors to Atascadero and would like to offer our support of those events that align themselves with the Visit Atascadero mission. A portion of the TBID annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered for support, please complete the following application. The application must be received at least 6 months in advance of the funding deadline to request support from the Atascadero TBID. Unfortunately, we are unable to provide assistance for all events, but please know each request will be considered thoroughly. Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation, culinary adventures, and welcoming hospitality. In order to qualify for event sponsorship, your organization must meet the following requirements or provide a three-year plan detailing how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission 2. Attract visitors from outside San Luis Obispo County 3. Encourage overnight stays of one night or more 4. Obtain the necessary ABC permits, law enforcement approval, city permits, safety guidelines, and any additional documents needed for the event 5. Provide a detailed event budget and marketing plan 6. Provide post-event metrics which show positive effect on Atascadero tourism In addition to these requirements, ATBID Board will consider the following factors: 1. Does event support Visit Atascadero objectives? 2. Will event be held during off-season (January – March)? 3. Is event new or existing? If existing, how was previously awarded money spent? 4. What is the three-year growth plan for the event? 5. Is there statistical data on the demographic status of your attendees or targeted attendees? 6. Can the organization prove complete fiduciary responsibility of all event expenses? 7. Do your event organizers and attendees garner influence and have the ability to promote Atascadero tourism? Please submit application and all additional documents by email to Hanna Meisinger at hmeis@bigredmktg.com in PDF format. You will receive a confirmation that we have received the application. Typically, we ask that event planners attend a Board Meeting to present their event to the Board which provides an opportunity to ask questions. Atascadero TBID Board Meetings are regularly scheduled for the third Wednesday of the month at 2:30 ATBID | 11/18/26 | Item B1 | Attachment 1 Page 8 of 101 2 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. ATBID | 11/18/26 | Item B1 | Attachment 1 Page 9 of 101 3 Event Sponsorship Requirements Checklist The following requirements must ALL be met in order to qualify for sponsorship and receive funding. Please be sure to carefully read and submit all necessary documentation and information. Complete application and submit at least 6 months prior to event Include requested sponsorship amount in application Select eligible event tier and describe how your event meets qualification Provide event budget with line items detailing how sponsorship funding will be used Provide a detailed marketing plan Include a financial statement from your organization – applicant must be able to demonstrate financial accountability for event expenses Describe all sources of event income and additional sponsorships that have been secured If requested, attend an ATBID Board Meeting to provide event presentation If awarded event sponsorship funding, plan to attend two ATBID Board Meetings: o Provide planning progress update at least two months prior to event o Provide an event recap detailing attendance, marketing efforts and results, impact on Atascadero tourism and future plans ATBID | 11/18/26 | Item B1 | Attachment 1 Page 10 of 101 4 Event Support Application Form Requesting Organization: ___En Fuego Events________________________ Contact: __Andres Nuno____ Phone Number: ___805-448-7070____ Email: _andres@enfuegoevents.com__ Mailing Address: 1072 Casitas Pass Rd. #232 City, State, Zip: ___Carpinteria, CA 93013____________________ Name of Event: ____Atascadero Fall Festival 2026______________________ Event Description: _____ The Atascadero Fall Festival is a 3-day, free admission event that is “Fun for the Whole Family.” It features carnival games and rides, 40+ bands on 2 stages, and over 60 street faire and food vendors. We also have partnered up with Colony Days to help alleviate that event as well. Event Dates/Times: ____Friday, Oct. 16th – Sunday, Oct. 18th, 2026__Friday: 4-10 pm / Saturday & Sunday: 12 pm – 10 pm___ Is event located in Atascadero? Yes Venue Name: __Sunken Gardens________________ Venue Location: __Downtown Atascadero______________________________ Event Website: ___www.AtascaderoFallFest.com_______________________ Are you receiving in-kind or financial support from the City of Atascadero? Yes Total Anticipated Attendees: _20,000 over 3 days___ ATBID | 11/18/26 | Item B1 | Attachment 1 Page 11 of 101 5 Portion From Outside SLO County: __35_% Is this the first year the event will take place? No If this event has taken place previously, please provide historical data including attendance numbers: ____We had our best turnout in 2024 with over 20,000 guests over 3 days, including our highest number of vendors. In 2025 we started with our best Friday to date since the event began but sadly the weather didn’t cooperate. We are excited to move the event into October in 2026! Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. ____This is a free admission event. ____________ Crowd Control Safety Plan Details: _____We will work with a licensed and insured security company that has worked large events in California. ______________________________________________________________________ Will the event require an ABC Permit? Yes Has a City permit been issued for your event or contracted the venue for your event date? Yes Describe how the event supports Visit Atascadero’s mission and goals: The Atascadero Fall Festival is able to attract guests from all over California to join us at a free admission, 3-day event that includes a little bit of something for everyone. The Atascadero Fall Festival is an event that locals, and travelers, enjoyed and will mark on their calendars for years to come. ATBID | 11/18/26 | Item B1 | Attachment 1 Page 12 of 101 6 Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): X Additional details about eligible event tier qualification: ______In 2024, we topped 20,000 guests and the Atascadero Fall Fest was a must visit event. The entire community was proud of the Atascadero Fall Festival and the we saw an increase of local businesses and non profit groups participating this year. We believe that the Atascadero Fall Fest has already left a lasting impression and will continue to grow in popularity. Based on our Friday of 2025, we believe moving into October will make this the best Atascadero Fall Fest to date in 2026! Support Request (desired monetary amount or in-kind marketing support): We received $25,000 in funding from ATBID in 2025 and we would like to ask for the same amount in 2026. This signature event has already become one of the top events not only in San Luis Obispo County, but throughout the Central Coast. Tier 1 Tier 2 Tier 3 X x X X •Attracts 1,500+ attendees •At least 35-40% of target market is out-of-town visitors •Marketing campaigns reach at least 1,000 subscribers •Event encourages multi-night stay in Atascadero •Attracts 750+ attendees •At least 25-30% of target market is out-of-town visitors •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Attracts 750 or less attendees •Marketing message encourages visiting Atascadero •Marketing campaigns reach at least 500 subscribers •Event encourages overnight stay in Atascadero •Event appears sustainable and offers growth potential in number of days and/or attendance to grow to Tier 2 Total Support = Up to $10,000 Total Support = Up to $7,500 Eligible for In-kind Support ATBID | 11/18/26 | Item B1 | Attachment 1 Page 13 of 101 7 In 2024 it was voted the Best of North SLO County “Best Family-Friendly Event” by the Paso Robles Press, Atascadero News, Paso Robles Magazine and Atascadero Magazine. We are also hoping to continue to work with Visit SLO Cal to increase awareness throughout California. Detail how awarded funding will be utilized, include any in-kind or additional support provided by Visit Atascadero (feel free to attach additional sheets as needed). Event Item Amount Ex. Social Media Ads $2,000 New Times $2,500 Atascadero News / Paso Robles Press American General Media $2,500 Social Media $1,000 Banners & Posters $1,000 Television $750 Streaming Advertising $1,000 Please include all sources of income that have been secured and those that are being solicited to support event (feel free to attach additional sheets as needed). Income Source Amount Visit Atascadero $25,000 SpringHill Suites $1,500 + Trade ATBID | 11/18/26 | Item B1 | Attachment 1 Page 14 of 101 8 Holiday Inn Express The Carlton Tecate Beer Trade Trade $5,000 Pacific Beverage Co. $2,650 Please describe your paid advertising and the outlets you plan to utilize. Include the amount you plan to spend with each outlet or provide a copy of your marketing plan. Media Outlet & Geographic Location of advertising Type & Frequency Cost of Advertising New Times Print / Weekly $2,000 Atascadero News / Paso Robles Press Print / Weekly $1,000 American General Media 2 Weeks $1,000 Visit SLO Cal NA Sponsorship Streaming 4 Weeks $1,000 Social Media 8 Weeks $1,500 Television 4 Weeks $1,000 ATBID | 11/18/26 | Item B1 | Attachment 1 Page 15 of 101 9 Please share your intended public relations outreach. _____We will send out several Press Releases that include information about the overall event, our entertainment schedule and other happenings. How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? ____All marketing material will include the Visit Atascadero logo, including posters, social media content and we will continue to call our main stage the Visit Atascadero Main Stage and have your banner hanging on it. This is the premier banner location that the Atascadero Fall Fest has to offer. What opportunities do you plan to offer that specifically promote lodging in Atascadero? ______We have 3 lodging partners in place for 2026, The Holiday Inn Express, SpringHill Suites and Fairfield Suites. ___ Additional Details: _____Our footprint will stay the same in 2026 with the same amount of rides, vendors and stages. We are excited to work together to increase overnight stays. In 2025 we partnered with Colony Days and are excited to continue that relationship. We truly believe it will help them continue that event and further include the community. ____ ATBID | 11/18/26 | Item B1 | Attachment 1 Page 16 of 101 10 Rules and Regulations for Event Coordinators • Event coordinators will be held accountable for promoting and advertising the event, including, but not limited to, listing the event on the Visit SLO CAL website (www.slocal.com) within 30 days of Board approval for funding. • Event coordinators will also be held responsible for ensuring the Visit Atascadero logo and branding is used appropriately on any event materials. This includes ensuring the Visit Atascadero logo is visible on event website and marketing collateral within 30 days of Board approval for funding. • Event coordinators should ensure every effort is made to promote the entire Atascadero destination. On the event website, event coordinators should only link to the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always pay careful attention to never promote specific lodging properties unless individual agreements with those properties have been arranged outside of ATBID activity. • Event coordinators should plan to attend an ATBID Board Meeting following the event to provide a recap presentation which includes attendee numbers, overnight stays, event perception and any other pertinent information for the Board. • Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero logo included on event marketing materials like glassware) if event support from the ATBID Board totals $7,500 or more. • Please also reference the Expectations of Event Organizer by Tier to ensure you are correctly and accurately recognizing Visit Atascadero’s support. It is the responsibility of the event organizer to follow up with Visit Atascadero for necessary branding pieces needed to fit the promotion requirements. • Funding will be invoiced in sections based on promotion compliance and specific event expectations. Funding percentages and invoice timelines will be determined in advance between the Atascadero TBID Board and the event organizer. ATBID | 11/18/26 | Item B1 | Attachment 1 Page 17 of 101 11 ***Please include a detailed event budget and marketing strategy. Feel free to attach additional information for consideration with application. ***You must submit copies of additional required documents two weeks prior to event. The Atascadero TBID Board reserves the right to withdraw funding if the appropriate documents are not obtained for the event. You must acknowledge and agree to the rules and regulations on Page 10. IMPORTANT: Future ATBID event sponsorship funding requests may be affected should any discrepancies, including, but not limited to, event application, planning, marketing materials or website, be brought to ATBID’s attention. Cancellation Policy: Should the event not take place as presented and scheduled; event coordinators are required to reimburse the ATBID for sponsorship support. If the event is cancelled by the Event Coordinator because of sickness, accidents, riots, strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions beyond either party’s control, the Event Coordinator agrees to provide a financial report showing the current status of funds used. The ATBID Board will follow the official event cancellation protocol and will determine the fund quantity to either be refunded or rolled forward to future events based on the financial report. Applicant Signature ____Andres Nuño____ Date __2/11/26_ ATBID | 11/18/26 | Item B1 | Attachment 1 Page 18 of 101 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B2 11/18/26 2026 Bovine Classic Event Recap & 2027 Event Sponsorship Renewal Request RECOMMENDATIONS: ATBID Advisory Board: 1. Receive and file2026 Bovine Classic Event Summary. 2. Approve 2027 Bovine Classic Festival Event Renewal. DISCUSSION: In January 2022, the ATBID Board approved sponsorship of $10,000 for the inaugural Bovine Classic mixed-surface cycling event targeted to avid cyclists at a state and national level. The event took place November 3-5, 2022, 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. In January 2026, the Board increased the commitment to be the official “Host City” of the event with the Bovine Classic. The event changed to one evening in Paso Robles on Thursday and realigned Atascadero to three events including a pre-ride and check in on Friday, the main event on Saturday and an additional ride on Sunday. Following is a recap of the event sponsorship history: The ATBID Board has approved sponsorship since this time as follows: ➢ 2nd Annual in November 2023, at $10,000, 450 riders ➢ 3rd Annual, October 26, 2024, at $10,000, 623 riders ➢ 4th Annual, October 25, 2025, at $10,000, 604 riders ➢ 5th Annual, October 24, 2026, at $20,000, 550 riders The Board will receive an oral presentation from the event coordinator to review highlights, successes and performance metrics of the fifth annual event, along with the event sponsorship application to renew support from the ATBID Advisory Board for the sixth annual in 2027 with continued focus to being at the “Host City” sponsorship level. FISCAL IMPACT: Up to $20,000. ATTACHMENTS: 1. 2026 TBC Marketing Executive Summary 2. 2027 Bovine Classic ATBID Event Support Application Page 19 of 101 2026 Bovine Classic: State of the Herd Prepared for Visit Atascadero Summary Now in its fifth year, The Bovine Classic continues to deliver on its promise: a world-class cycling event that makes our region a cycling travel destination. The 2026 Herd numbered 550 riders from 15 nationalities and 14 states. About 70% traveled more than 100 miles to be here, and the farthest rider came from Anchorage, Alaska, 2,179 miles away. In our post-event survey, 54% of respondents stayed in Atascadero. 96% of survey respondents gave the venue and Atascadero location a 5-cow rating, our top score. 86% hope to return next year. 2026 Snapshot Metric 2026 Total riders 550 Nationalities / states represented 15 / 14 Traveled more than 100 miles About 70% (median 157 miles, average 196 miles) Stayed in Atascadero 54% Stayed in Paso Robles/Templeton 21% Local riders (no overnight stay) 25% Stayed 2 or more nights 61% (31% two nights, 29% three or more) Venue and Atascadero location rating 96% gave 5-cow rating Return intent 86% hope to return, 14% undecided ATBID | 11/18/26| Item B2 | Attachment 1 Page 20 of 101 Tourism Impact (2026 Estimate) Built on the same model used since 2022, applying this year's survey results to all 550 riders: ● Atascadero riders: about 297 (54% of 550) ● Atascadero room nights: about 645 ● Atascadero night stays (riders plus companions): about 840 ● Average stay: about 2.2 nights per overnight rider ● Companions: 69% of riders traveled solo, and 31% brought 1 to 4 non-racing companions Room nights count rooms, since a rider and companions share one. Night stays count people multiplied by nights. Estimates count three-plus nights as three and assume one companion for each rider who traveled with others, so they are conservative. Approximate economic impact in Atascadero: ~$176,000 ● Lodging: about $113,000 (about 645 room nights at $175 per night) ● Dining, coffee, retail, and gas: about $63,000 (about 840 night stays at $75 per day) ● Transient occupancy tax on that lodging: about $15,300, including roughly $11,300 to the City, $2,300 to ATBID, and $1,700 to the SLO County Tourism District These figures are approximations from a financial model, not audited spending. The room rate and daily spend are our estimates, held constant across all five years. How riders stayed: 36% hotels, 20% vacation rentals, 14% with a friend, 9% in a vehicle, and 21% were local. Local lodgings riders reported staying in: vacation rentals, Carlton Hotel, Vino Inn and Suites, Home2Suites, SpringHill Suites, and Motel 6. Host City Visibility The Bovine Classic put Atascadero's name in front of riders well beyond the 805: ● Print: January 2026 half-page ad in Fausto Magazine, naming Atascadero, CA as the event location ● Live activations: Levi's GranFondo (Windsor, CA, 1,500 riders and others) and Truckee Gravel (Truckee, CA, 900 riders and others), with tents, banners, and printed collateral naming Atascadero, CA as the event location ● Social: Visit Atascadero was mentioned in 30 to 40 Instagram posts in 2026, plus 32,000 paid Instagram views ● Newsletters: 14 sends, nearly 40,000 total, with our Bovine list reached 11 times ● Listings: featured placement on GravelCalendar.com (August through October) and the GravelBikeCalifornia.com annual event guide all year ● Targeted markets: drive markets across the Bay Area, Bakersfield/Fresno, LA, San Diego, Reno, Las Vegas, Phoenix, Tucson, and Boise, plus fly-in markets Dallas, Phoenix, Denver, and Seattle ATBID | 11/18/26| Item B2 | Attachment 1 Page 21 of 101 What Riders Said ● "Just amazing logistics, perfect aid stations, special touches, warm and fun atmosphere, perfect course markings. Oh, and a great route. Please just keep doing this. Happy to pay more!" ● "I told my wife and friends this was the most fun I've had on a bike in years!" ● "This is my absolute favorite event of the year!" ● "Great riding, very inclusive, friends joined us and we saw friends that we have made at past Bovines. Bryan et al do an amazing job of making this a friendly, fun, and inclusive event." ● "A truly unique event small enough that you feel like an honored guest among locals. ... 10/10 would recommend. Will we be back? Absolutely." (Rider from Idaho, via Instagram) Long-Term ROI: Brand Recognition for Atascadero Beyond immediate room nights, The Bovine Classic has steadily repositioned Atascadero as a legitimate cycling destination. Many riders still remark, "I had no idea this sweet little town was even here." That awareness shift is long-term equity, turning drive-through traffic into future visitors who see Atascadero as the hub of North County riding culture. Bovine Weekend in Atascadero ● Thursday, Oct 22: Pre-ride and social at the Firestone-Walker Tap Room (Paso Robles). 55 riders joined, and 48 of them traveled in early. ● Friday, Oct 23: Shakeout ride from AMSTRDM Coffee, and packet pickup and Rider Welcome Festival in Sunken Gardens. 120+ riders joined the shakeout. ● Saturday, Oct 24: The Bovine Classic main event, with the festival in Atascadero, live music from The Soda Crackers, vendors, and podium awards ● Sunday, Oct 25 (new for 2026): Bonus ride from Sunken Gardens at 9 AM, sponsored by ENVE Composites, built to turn a two-night weekend into three. 45 riders joined. Participating Local Businesses The Bovine Classic has cultivated relationships with premier local businesses and national brands including: Firestone Walker Brewery, Voler Cycling Apparel, Sunshine Olive Oil Co., SRAM, ENVE Composites, Justin Wines, Maha Estate/Villa Creek Winery, Etto Pasta, Denner Winery, Royal Nonesuch Wines, Peachy Canyon Winery, J. Dusi Winery, AMSTRDM Coffee, Scout Coffee, and Alle-Pia Salumi. [confirm 2026 list] ATBID | 11/18/26| Item B2 | Attachment 1 Page 22 of 101 Community Impact The 2026 Bovine Classic raised $5,500 for NICA League. Across five years, the event has contributed nearly $32,500 to local causes. Closing Note The Bovine Classic remains one of Atascadero's most dependable tourism assets: a destination event that fills rooms, drives repeat visitation, and builds long-term recognition for the city. We thank Visit Atascadero for stepping up as our Host City partner this year, and our local hoteliers for continuing to believe in this herd. Contact: Bryan Yates, Executive Producer & Creative Director bryan@locomotivcoaching.com 213-926-1520 ATBID | 11/18/26| Item B2 | Attachment 1 Page 23 of 101 The Atascadero Tourism Business Improvement District (ATBID) was established to promote Atascadero as an overnight destination. The mission of the ATBID is to encourage visitors to discover what makes Atascadero a simply genuine travel destination resulting in increased revenue for the local community. We appreciate the efforts of community partners to design events that attract visitors to Atascadero and the ATBID would like to support of those events that align themselves with the Visit Atascadero mission. A portion of the ATBID annual budget and regular marketing efforts are set aside each year to help maximize the effect of these efforts. If you would like to be considered, please complete the following Event Support application. The application must be received at least 6 months in advance of the funding deadline for the request to be considered. Each request is thoroughly considered, but not all events are approved. Our Mission: Encourage overnight travel to experience Atascadero’s beautiful and authentic outdoor recreation, culinary adventures, and welcoming hospitality. To qualify for event support, the organization must meet the following requirements or provide a three-year plan detailing how you will ultimately meet these requirements: 1. Support the Visit Atascadero mission and attract visitors from outside San Luis Obispo County. 2. Encourage overnight stays of one night or more. 3. Obtain the necessary ABC permits, law enforcement approval, city permits, safety guidelines, and any additional documents needed for the event. (Please Note: The City offers an event sponsorship program that is handled independently from the ATBID event support application. If the ATBID approves the application, it is not a guarantee that the City sponsorship program will be approved.) 4. Provide a detailed event budget and marketing plan. 5. Provide post-event metrics which show positive effect on Atascadero tourism. In addition to these requirements, ATBID Board will consider the following factors: 1. Does event support Visit Atascadero objectives? 2. Will the event be held during off-season, January – March? Please Note: ATBID Event Sponsorship Application may not be considered if the event falls on a weekend, Friday-Sunday, from the second week of June through the third week of August of each year. 3. Is the event new or existing? If existing, the event will be evaluated on how the event support dollars were invested and how long the event has been in place (i.e., 3rd annual, 4th annual, etc.) 4. What is the three-year growth plan for the event? As the event nears a maturity of 3 years or more, future funding will not be at 100%. 5. Is there statistical data on the demographic status of your attendees or targeted attendees? 6. Can the organization prove complete fiduciary responsibility of all event expenses? 7. Do your event organizers and attendees garner influence and have the ability to promote Atascadero tourism? Please submit application and supporting documents to Terrie Banish at tbanish@atascadero.org in a PDF format. Confirmation will be sent once received. Selected event planners must be available to present their event to the ATBID Board at a regular scheduled meeting. Atascadero TBID Board Meetings are 1 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 24 of 101 regularly scheduled for the third Wednesday of the month at 2:30 p.m. at City Hall. The vote regarding funding often takes place at the meeting following the event presentation. 2 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 25 of 101 Event Support Application Requirement Checklist The following requirements must ALL be met in order to qualify for and receive funding. Please be sure to carefully read and submit all necessary documentation and information. ◻ Complete application and submit at least 6 months prior to event. ◻ Include requested amount in application. ◻ Select eligible event tier and describe how your event meets the qualifications along with an explanation of how you came up with the research to support the estimated attendance and where visitors come from. ◻ Provide event budget with line items detailing how funding will be used. ◻ Provide a detailed marketing plan and how you can support the estimated attendance and lodging stays. ◻ Include a financial statement from your organization – applicant must be able to demonstrate financial accountability for event expenses. ◻ Describe all sources of event income and additional support through other programs, grants or sponsorships that have been secured. ◻ If application is being considered, attendance in-person at an ATBID Board Meeting to present the event will be required. ◻ If awarded event support funding, plan to attend two ATBID Board Meetings: o Provide planning progress update at least two months prior to event. 3 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 26 of 101 o Provide event results detailing attendance, where participants are visiting from, all marketing efforts and impact on Atascadero tourism and future plans. ◻ If awarded event support funding, 75% will be paid in advance and 25% paid after the event results report has been received and reviewed. Please Note: The ATBID Event Sponsorship Application may not be considered if the event falls on a weekend, Friday-Sunday, from the second week of June through the third week of August of each year. 4 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 27 of 101 Event Support Application Form Requesting Organization: The Bovine Classic Contact: Bryan M. Yates Phone Number: 213-926-1520 Email: bryan@locomotivcoaching.com Mailing Address:7250 Cortez Ave City, State, Zip: Atascadero, CA 93422 Name of Event: The Bovine Classic Event Description: A multi-day internationally attended gravel cycling event that’s built as a tourism attraction. Event Dates/Times: October 22 and October 22 2027 Is event located in Atascadero? [X] Yes No Venue Name: Sunken Gardens Venue Location: 6500 Palma Ave Event Website: thebovineclassic.com Are you receiving event support from the City of Atascadero? [X] Yes No Total Anticipated Attendees: 650 Portion from Outside SLO County: 80+ % Is this the first year the event will take place? Yes [X] No If this event has taken place previously, please provide historical data including attendance numbers: 5 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 28 of 101 ● 2022: 350 ● 2023: 450 ● 2024: 620 ● 2025: 600 ● 2026: 550 Are tickets sold for your event? If so, please provide the price per ticket and any package opportunities. $200 to $250/per person. What do you mean by package opportunities? We’re open to creative thinking. Crowd Control Safety Plan Details: Details to be provided closer to the event. Will the event require an ABC Permit? [x] Yes No Has a City permit been issued for your event or contracted the venue for your event date? Yes No [X] Describe how the event supports Visit Atascadero’s mission and goals: The Bovine Classic is the Select eligible event tier for your event (eligibility is based on one or more qualifying factors and additional considerations): We are requesting $20,000, which will allow us to keep t the event in Atascadero. 6 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 29 of 101 Additional details about eligible event tier qualification: The Bovine Classic is the event in Atascadero that’s specifically created as a tourism experience. For 5 years, it has attracted a majority of its participants from out of the region. It generates consistently strong lodging fees, restaurant and bar sales, and local taxes. It even inspired one Bay Area family to move here. Support Request (desired monetary amount or in-kind marketing support): $20,000 Detail how awarded funding will be utilized, include any in-kind or additional support by sponsors, etc. (Please attach additional sheets as needed). Event Item Amount Instagram $2,000 GravelCalendar.com $1000 Granfondoguide.com $1000 Influencers $3000 Paid media TBD Activations at other events TBD Please include all sources of income that have been secured and those that are being solicited to support event (Please attach additional sheets as needed). Income Source Amount Self Support We are primarily self supported. The cash sponsorship market in this sport is incredibly hit or. $80,000+ comes from our own pockets. 7 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 30 of 101 Visit Atascadero $20,000 Cast Management $5000 Please describe your paid advertising and the outlets you plan to utilize. Include the amount you plan to spend with each outlet or provide a copy of your marketing plan. Media Outlet & Geographic Location of advertising Type & Frequency Cost of Advertising See above. Please share your intended public relations outreach. We’ll be reaching out to podcasts, local print publications, marquee bike shops in key target markets, bike clubs, etc. We’re also working on getting recognized by some of the bigger cycling publications. How will your organization recognize Visit Atascadero’s support (including but not limited to promotional materials, website, and at the event)? Visit Atascadero gets tremendous brand recognition through the Bovine Classic: ● Instagram tags ● Website placement ● Bovine Newsletter ● Event weekend: stage backdrop, finish line arch, etc. 8 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 31 of 101 What opportunities do you plan to offer that specifically promote lodging in Atascadero? Bovine website. Rider welcome emails Bovine newsletter Additional Details: __________________________________________________________________________ __________________________________________________________________________ __________________________________________________________________________ _________________________________________________________ 9 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 32 of 101 Rules and Regulations for Event Coordinators ● Event coordinators will be held accountable for promoting and advertising the event, including, but not limited to, listing the event on the Visit SLO CAL website (www.slocal.com) within 30 days of Board approval for funding. ● Event coordinators will also be held responsible for ensuring the Visit Atascadero logo and branding is used appropriately on any event materials. This includes ensuring the Visit Atascadero logo is visible on event website and marketing collateral within 30 days of Board approval for funding. Visit Atascadero brand guidelines are available upon request. ● Event coordinators should ensure every effort is made to promote the entire Atascadero destination. On the event website, event coordinators should only link to the Visit Atascadero lodging page (www.visitatascadero.com/lodging) and always pay careful attention to never promote specific lodging properties unless individual agreements with those properties have been arranged outside of ATBID activity. ● Event coordinators should plan to attend an ATBID Board Meeting following the event to provide an event results presentation, which includes attendee numbers, overnight stays, where attendees are visiting from, event perception and any other pertinent information for the Board. ● Visit Atascadero must be offered logo promotion opportunity (ex. Visit Atascadero logo included on event marketing materials like glassware) if event support from the ATBID Board totals $7,500 or more. ● Please also reference the Expectations of Event Organizer by Tier to ensure you are correctly and accurately recognizing Visit Atascadero’s support. It is the responsibility of the event organizer to follow up with Visit Atascadero for necessary branding pieces needed to fit the promotion requirements. ● Funding will be invoiced based on promotion compliance and specific event expectations. If awarded event support funding, 75% will be paid in advance and 25% paid after the event results report has been received and reviewed. If there are any changes to these funding percentages, they will be determined in advance between the Atascadero TBID liaison/ DMO and the event organizer, as well as invoicing. ● The ATBID Event Support Application will not be considered if the event falls on a weekend, Friday-Sunday, from the second week of June through the third week of August of each year. ● All event participants and vendors affiliated with the event that are approved for funding by the ATBID Board it is highly recommended that part or all of the event staff is utilizing lodging properties in the Atascadero area. ● You must acknowledge and agree to these rules and regulations set forth on Pages 9 & 10. 10 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 33 of 101 ***Please include a detailed event budget and marketing strategy. Feel free to attach additional information for consideration with application. ***You must submit copies of additional required documents two weeks prior to event. The Atascadero TBID Board reserves the right to withdraw funding if the appropriate documents are not obtained for the event. IMPORTANT: Future ATBID event support funding requests may be affected should any discrepancies, including, but not limited to, event application, planning, marketing materials or website, be brought to ATBID’s attention. Cancellation Policy: Should the event not take place as presented and scheduled; event coordinators are required to reimburse the ATBID at a determined amount (i.e., amount paid less any advertising costs with required affidavits of advertising and supporting invoices, etc), as part of the event support application policy. If the event is cancelled by the Event Coordinator because of sickness, accidents, riots, strikes, epidemics, inclement weather, acts of God, or any other legitimate conditions beyond either party’s control, the Event Coordinator agrees to provide a financial report showing the current status of funds used. The ATBID Board will follow the official event cancellation protocol and will determine the fund quantity to either be refunded or rolled forward to future events based on the financial report. Applicant Signature: Bryan M. Yates Date 11/11/1969 In case of questions or the need for clarification, please contact the Destination Liaison, Terrie Banish at tbanish@atascadero.org. 11 ATBID | 11/18/26 | Item B2 | Attachment 2 Page 34 of 101 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B3 11/18/26 SLO CAL “Meet Me in SLO CAL” UP+Adam Podcast Co-op RECOMMENDATION: ATBID Advisory Board discuss and approve up to three episodes for SLO CAL’s “Meet me in SLO CAL” UP+Adam Podcast Co-op. DISCUSSION: Meet Me in SLO CAL is a podcast series hosted by Adam Montiel on the Up+Adam platform. Adam has spent more than 25 years in broadcasting and has a loyal following across California, with strong reach in markets that fly direct to San Luis Obispo (SBP). SLO CAL is committed to twelve episodes in 2027 (six each fiscal year), pairing at least two destinations under a shared theme. Partner co-op episodes are produced in addition to SLO CAL’s 12 episodes. Co-op episodes are provided in the following format: • Evergreen Episode: A destination feature that is produced, aired and shared with you to promote in your own channels • Timely Episode: A dedicated episode released ahead of your key initiative or event to encourage participation, attendance or drive visitation “Meet Me in SLO CAL” premieres January 2027. Multiple packages can be purchased. All co-op episodes purchased this fiscal year must be produced and aired by June 30, 2027. We will review the details of this new co-op opportunity in an oral presentation by a member of SLO CAL team. FISCAL IMPACT: Up to $7,500 for three episodes. ATTACHMENT: 1. Meet Me in SLO CAL – UP+Adam Podcast Co-op One Sheet Page 35 of 101 81 HIGUERA STREET, SUITE 220 SAN LUIS OBISPO, CA 93401 805-541-8000 slocal.com Meet Me in SLO CAL: FY 27 Podcast Co-Op About the Co-Op Meet Me in SLO CALifli i isa lpilodfolicilpositeirs hibiypfoAiiyipcoim Mrs hi A pnidhli rs hic lil oypihidoipc yiU+ieo dlifyitdi sa lpfyfi ysic li iAie AiniAAi.fyfi adilli 2 Afnidyf 5i.fpcilpdiyfido acifyih dgoplipc piwCeisfdoapipii,kSl SLO CAL's commitment:iBUio flisolifyiUPU1i0lf7io aci(xla Aieo d)5i fdfyfi piAo lpip.ii solpfy pfiyliuysodi ilc dosipcoholiS dpyodiai-i io flisoli doi disuaosifyi ssfpfiyipii,LOi 2rL’liBUio flisoll Co-op episode format: • Evergreen Episode: risolpfy pfiyino pudoipc pifli disuaos5i fdosi ysilc dosi.fpcieiui pii dihipoifyieiudii.yiac yyoAl • Timely Episode:irisosfa posio flisoidoAo losi co siinieiudigoeifyfpf pfvoiidiovoypipii oyaiud foi dpfaf pfiy5i ppoys yaoiidisdfvoivflfp pfiy About Up+Adam • 84%iAflpoyodidopoypfiy • Iyipcoipi iU%iini isa lpli.idAs.fso • BPP5PPPMiliaf Ai aaiuyplido acosifyipcoiA lpi3Pis el • Ro acolipi i,LOi2rLipd voAih dgopli0Lr5i,F5i, yiDfofi5iopal) Why Participate • kd ysfyf5i . doyolli ysidoaifyfpfiyinidieiudisolpfy pfiyiidiidf yfz pfiyi • E7poysosido acipcdiufciV,2'liyop.idgli0.otlfpo5iliaf Ai&ihido) • S fsihosf ipii dihipoipcoi“boopiboifyi,LOi2rL”i isa lp Investment $U5+PPitue-fyliHodo'li.c pieiuifop: • FuAAidffcplipiip.iio flisol5iiyoiovodfdooyi ysiiyoipfhoAeiovoyp/fyfpf pfvoi • FuAAi disuapfiyilu idpi ysiaiidsfy pfiyi.fpcirs hibiypfoA • Sdifd hi dihipfiyiteirs hibiypfoAi ysiV,2 • T.iiliaf Aihosf ivfsoiiaAf l • L lpfyfi A aohoypiiyipcoim Mrs hi isa lpi A pnidh boopiboifyi,LOi2rLi dohfodoliJ yu deiUPU1libuApf Aoi ag folia yitoi udac loslirAAiai-i i o flisoli udac losipcfli(xla Aieo dihulpitoi disuaosi ysi fdositeiJuyoi3P5iUPU1li2iyp api bof yiLofyfyfodi pimegan@slocal.cominidiquolpfiyli ysipiiaiy(xdhieiudi dpfaf pfiyli ATBID | 11/18/26 | Item B3 | Attachment 1 Page 36 of 101 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B4 11/18/26 SLO CAL Co-op Meeting Planner Research Results RECOMMENDATION: ATBID Advisory Board receive and file the SLO CAL Co-op Meeting Planner Research Results. DISCUSSION: The Visit SLO CAL Co-op for meeting planner market research results will provide information gathered in the study to determine the best way to promote the meeting planner category for our destination. Meeting planners and executive decision makers were among those who participated in the survey. Meeting planners look at accessibility, infrastructure, destination experiences and what is the best fit for the variety of meetings offered. For our destination, the research shows that groups of 25-500 are the best for our area verses large meeting sizes. SLO CAL will be working on site visits and FAM experiences and work on testimonials from meetings that have taken place in our area already. Brand positioning will be presented as a result of this research with a focus to “People, Place and Pace’” where meeting groups can experience local culture, downtime and independence. Our area offers many different opportunities that include teambuilding and retreat options. These meetings will also be an opportunity to turn Business travelers into visitors that will return to our area for leisure travel. The SLO CAL Co-op Meeting Planner Market Research is one that ATBID invested in, and we are looking forward to hearing the results of that Co-op. The results of this research will be reviewed in an oral presentation by a member of SLO CAL team. FISCAL IMPACT: None. ATTACHMENT: 1. SLO CAL Meetings Value Proposition Research - Atascadero Page 37 of 101 HEART+MIND STRATEGIES SLO CAL Meetings Value Proposition Research Insights to inform SLO CAL's business brand positioning September 18, 2026 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 38 of 101 HEART+MIND STRATEGIES Contents Pg. 2 Background 3 Research Objectives 4 Methodology 5 Executive Summary 6 Detailed Findings Destination Preferences 8 SLO CAL Perceptions 13 How SLO CAL Competes 21 Connecting with Audiences 29 Strategic Imperatives 38 Atascadero Addendum 42 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 39 of 101 HEART+MIND STRATEGIES Background Pg. 3 •Visit SLO CAL wants to increase awareness and consideration as a destination for business meetings and events. •Current understanding of SLO CAL’s value proposition for meetings is anecdotal. •Research will help SLO CAL… understand destination perceptions among meeting planners and executives for business to identify drivers of consideration explore audience potential across meeting types, industries, and company sizes •Findings will help shape targeting, messaging, and strategy for a meetings-focused campaign later this fiscal year. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 40 of 101 HEART+MIND STRATEGIES Research Objectives Pg. 4 •To help Visit SLO CAL accomplish its objective of creating a meetings - focused campaign, the research addressed the following objectives: Benchmark familiarity with SLO CAL as a meetings destination, including key business brand associations Evaluate how the leisure brand impacts perceptions of the business brand, and where there is positive reinforcement vs. friction between the two Assess the types of companies, industries, and meeting types that are most likely to fit SLO CAL Determine how SLO CAL competes against regional alternatives for meetings, and uncover opportunities on how to differentiate Identify opportunities for how to connect with the target audiences for media placement and/or in-person/event engagement Align on a clear value proposition for SLO CAL as a business destination Explore the unique business brand positionings of destinations within SLO CAL – how they fit under the umbrella of the SLO CAL business brand, and how they are distinctive ATBID | 11/18/26 | Item B4 | Attachment 1 Page 41 of 101 HEART+MIND STRATEGIESPg. 5 Research Design + Methodology AUDIENCE •Meeting Planners (n=15) •Executive Decision Makers (n=15) •Criteria -Have planned/held an off-site, overnight meeting, event, or conference in the past 12 months with 25-250 attendees -No one who is “not at all familiar” with SLO CAL as a destination for meetings -Would not reject SLO CAL as a possible meeting destination -[Executives] Have a job title of VP or higher and have decision-making authority regarding the destinations for offsite, overnight meetings •Quotas -Mix of demographics, industries, and company sizes MODE •Online, one-on-one webcam interviews •1 hour length •August 4-September 3, 2026 •Geography: -CA (n=18) -Fly Markets (n=12) •Includes DMAs like Seattle, Denver, Dallas, Portland, Las Vegas ATBID | 11/18/26 | Item B4 | Attachment 1 Page 42 of 101 HEART+MIND STRATEGIES Executive Summary Pg. 6 •When evaluating destinations, there’s a typical order of operations: 1.Accessibility 2.Destination infrastructure (meeting space, lodging capacity, etc.) 3.Destination assets (such as weather, experiences, local character) •Planners focus primarily on the operational aspects of working within destinations, while Execs are focused on the extent to which the destination facilitates the completion of their meeting objectives. •Familiarity with SLO CAL as a meetings destination is relatively low. What is known is based primarily on past leisure experiences. •The region’s weather and variety of landscapes and experiences are a strong point of appeal. •Audiences also see SLO CAL as calm and not overbuilt, which translates to being able to have more focused and productive meetings. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 43 of 101 HEART+MIND STRATEGIES Executive Summary (continued) Pg. 7 •Accessibility is the primary top-of-mind hesitation – not just getting to and from the region, but also uncertainty of how to get around within SLO CAL. •Santa Barbara is considered the primary competitor to SLO CAL, however many assume that Santa Barbara is more expensive. •Monterey and Napa are also considered competitors, but SLO CAL can win on having a broader variety of experiences. •The ideal meetings that suit SLO CAL are considered primarily internal meetings focused on team-building, strategic planning, and leadership/board meetings. •The variety of experiences and calm of SLO CAL are considered facilitators for these types of meetings. •Reaching Planners and Execs requires a multi-pronged approach. •Planners need logistical info, but also a personal touch. •Execs need a steady drumbeat of emails so SLO CAL is top-of- mind when they do a self-directed search. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 44 of 101 HEART+MIND STRATEGIES Destination Preferences Pg. 8 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 45 of 101 HEART+MIND STRATEGIESPg. 9 Accessibility is the most top-of-mind consideration point Accessibility is a primary screening factor, shaped by: Airlift and direct flights Drive and transfer time Attendee origin and cost Complexity of moving a group Tolerance for friction drops When meetings are short, attendees are nationally dispersed, participants are senior, or the group is large. Distinctiveness can potentially justify effort A more distinctive destination can potentially justify extra travel when the program is long enough to earn it. ““I would say, number one, accessibility. So, is it close to a major airport? How hard is it for our salespeople to get there? Most of the programs I work on are national programs, so people are coming from all over the country.” – Meeting Planner “… the real important thing is the connectivity (to) the airport, the location… Because we are very spread out throughout North America, so we have team members in Canada, East Coast. Sometimes just the destination can be pretty cumbersome, and we have had that experience, where the city may be actually great, but the connectivity is not as good, and we almost lose, like, two days, right? So that actually becomes a very important thing.” – Executive ATBID | 11/18/26 | Item B4 | Attachment 1 Page 46 of 101 HEART+MIND STRATEGIESPg. 10 Meeting infrastructure must inspire confidence Alongside access, executives and meeting planners assess whether the destination can support the program operationally. Meeting rooms and breakout space Reliable audio / visual equipment and Wi-Fi Sufficient guest-room inventory Quality accommodations Catering flexibility Local vendors and transportation Demonstrated experience hosting comparable business groups A coordinating destination partner Meeting planners typically evaluate these requirements in greater operational detail because they are responsible for execution. ““So I think what matters most important is that for the regular, more frequent cadence meetings, that we have all the facilities in place, right? That means that we can actually plan ahead of the time. ” – Executive “We have a lot of offices where our meetings happen, and that's really important to make sure they're kept up really well, so that you can just pop in and know that your supplies, your AV, your everything is going to work.” – Meeting Planner ATBID | 11/18/26 | Item B4 | Attachment 1 Page 47 of 101 HEART+MIND STRATEGIESPg. 11 The destination must make the trip worthwhile When destinations clear practical requirements, the overall experience can differentiate the choice. Favorable weather Strong dining Attractive surroundings Local character Walkability Activities people are interested in A reliable meeting environment The meeting runs smoothly with dependable execution. An experience worth attending The destination needs to justify the perceived value of showing up in person by creating a positive memorable experience. ““Well, you want to give people a reason to want to go, like having them go to a destination where there is some entertainment if they want to bring their family makes for more attendance.” – Executives “Yeah, so always looking for something that has walkability from the hotel that we're looking at, or hotels that we are looki ng at. They like to have places where there’s things to do. There's fine dining restaurants, casual, fast restaurants. They like to be able to walk and have shops, coffee shops, maybe little boutiques along the way. ” – Meeting Planner ATBID | 11/18/26 | Item B4 | Attachment 1 Page 48 of 101 HEART+MIND STRATEGIESPg. 12 The audiences differ in what a destination must help deliver Meeting Planners Planners tend to provide more operational detail: Sourcing Room blocks Pricing, transportation Food and beverage Contingencies Executives Executives tend to articulate the organizational purpose more explicitly: Strategic focus Team connection Participation Recognition Return Both audiences balance meeting purpose and execution, but the language they use reflects different emphases. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 49 of 101 HEART+MIND STRATEGIES SLO CAL Preferences Pg. 13 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 50 of 101 HEART+MIND STRATEGIESPg. 14 Familiarity with SLO CAL usually begins with leisure experience Familiarity with SLO CAL often originates through leisure, personal travel, or family connections; few have first experienced it for meetings. MEETING PLANNER “I grew up in Southern California, so I know SLO. Always spent a lot of summers there. A lot of beach, a lot of experiences there over the years.” “Good. My son lived there for a bit. My first boyfriend in college went to Cal Poly, so personally, I've been there quite a bit. I'm originally from Fresno, I live in Sacramento now, so Pismo is where Fresno people go. So, very familiar with the area.” EXECUTIVE “You know, if you had asked me 6 years ago, I would have said not very, but now that my daughter goes there, I am much more in tune with it. So, SLO … it's been a great school for my daughter. ” “I'm pretty familiar with it from a, you know, pers… I mean, it's in my backyard, so personally been down there. You know, for personal weekend getaways, etc.” ATBID | 11/18/26 | Item B4 | Attachment 1 Page 51 of 101 HEART+MIND STRATEGIESPg. 15 Most top-of-mind things that come to mind for SLO CAL are the beach / ocean, wine country and good food / restaurants. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 52 of 101 HEART+MIND STRATEGIESPg. 16 TOP RESPONSES FOR EACH PROMPT ______ encourages me to recommend SLO CAL 1 Weather 2 Location / scenery ______ makes me hesitate 1 Distance (general, from airport) 2 Transportation / airport I get the most resistance to SLO CAL from people who think ______ 1 It is difficult to get to the location When I want a meeting to ______, I choose SLO CAL 1 Be successful / thrive / go well / run smoothly 2 Facilitate bonding / relationship building SLO CAL is perfect for meetings that ______ 1 Need a more relaxed environment 2 Are smaller in size 3 Require more focus SLO CAL is not a good fit for business meetings that ______ 1 Are bigger in size SLO CAL Top-of-Mind Associations 2 Are quick (1-2 nights) ATBID | 11/18/26 | Item B4 | Attachment 1 Page 53 of 101 HEART+MIND STRATEGIESPg. 17 Variety of experience is a potential differentiator for SLO CAL SLO CAL has a diverse set of activities for people to choose all in one area. SLO CAL Experience / Activities Coast Wine Food Downtowns Outdoor activities Benefits Can meet multiple audience preferences Provides a canvas for customized experiences Variety + slower pace/non-urban environment enables better focus ““I think it has a lot of different, options available for events. I mean, everything from wine tasting, good food. Close to t he beach, of course, that's another option. So there's a few different things that can be done right there within a 30-minute drive from there.” – Executive “Not too many destinations have the ability to be coastal and non-coastal at the same time within a short distance.” – Meeting Planner ATBID | 11/18/26 | Item B4 | Attachment 1 Page 54 of 101 HEART+MIND STRATEGIESPg. 18 SLO CAL’s calm atmosphere can help groups focus, reconnect, and build stronger relationships Slower paced / relaxed environments can help remove some of the everyday distractions, so people give each other real attention and step outside the usual routine. Outcomes respondents associated with a calmer setting included… Reconnecting and strengthening teams Focused, productive work Creating a memorable shared experience Building stronger working relationships Sell relaxation as an enabler, not the outcome: show how the setting supports focused work, stronger relationships, and a shared experience people remember. ““It's slower, there's not a ton of traffic, it's not too busy. It feels like people are getting away and kind of having their positive mindset for when they start the meeting. They're not all frazzled and crazy… we want people to come feeling energized, ready to go, ready to f ocus, to learn, to, network and communicate with each other. So having the right environment to do that in is key.” – Meeting Planner “Quieter environment, which allows leadership teams to get away from the day-to-day office work, and focus on strategy discussions, and to also build that relationship with them, because that's also important. Work can be done when they meet in person, or when they do a Teams meeting. But in a relaxed environment, what we really like is that they mingle more, and develop those relationships. It doesn’t happen in a formal setting with them.” – Executive ATBID | 11/18/26 | Item B4 | Attachment 1 Page 55 of 101 HEART+MIND STRATEGIESPg. 19 Leisure familiarity creates positive interest, but access and meeting readiness need to be proven THE ASSET •Familiarity often begins through leisure, personal travel, or family connections •Coast, scenery, wine, food, and outdoor experiences create positive initial appeal THE LIMITATION •Access, airlift, or transfer effort creates hesitation •Business meeting familiarity is limited or unclear •Capacity, meeting infrastructure, or service readiness needs proof Use leisure appeal to earn attention, then quickly prove access, program fit, capacity, and professional delivery. ““If you don't go there and learn about it, and maybe you're not sourcing that area all the time, but you won't think to inclu de it into that locale if somebody just says, yeah, something on the West Coast.” – Meeting Planner “It's technically business, but it's more leisure, because we're there to do some work, but not a lot. It's more of the 80-20 rule, so it's 80% leisure, 20% business, if that makes sense.” – Executive ATBID | 11/18/26 | Item B4 | Attachment 1 Page 56 of 101 HEART+MIND STRATEGIESPg. 20 Business consideration requires practical proof; first-hand experience can strengthen it What moves audiences from leisure familiarity to business consideration: Air service and transfer facts Property, room block, and meeting space capacity Examples of comparable meetings and service delivery ADDITIONAL CONFIDENCE-BUILDER For some, especially planners, site visits and FAM experiences helped them visualize a program. ““Since we've had the meeting, people raved about it, because, again, they were… I want to say uneducated - but unfamiliar is probably the best word - with the area. It's one of those places that, once you go to it, you're like, wow, this is great. ” – Executive “If I have a trip to California planned, and am in the area, like, it is on my list of, I would want to reach out and say, hey, gonna be in the area, gonna stay, any chance we can meet, I would love to do a site visit. For me, that's what it takes to get on a short list. I cannot in good faith do a program… without personally feeling like I know exactly what I'm signing up for.” – Meeting Planner ATBID | 11/18/26 | Item B4 | Attachment 1 Page 57 of 101 HEART+MIND STRATEGIES How SLO CAL Competes Pg. 21 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 58 of 101 HEART+MIND STRATEGIESPg. 22 SLO CAL’s experience and atmosphere are compelling, but access and business readiness remain barriers STRENGTHS Attractive combination of coast, wine country, food, scenery, and outdoor experiences Relaxed, less hectic atmosphere Variety of experiences within one region Credible fit for smaller meetings and off-sites WEAKNESSES Perceived airlift, distance, and transfer friction Limited awareness as a business-meeting destination Uncertainty about venue capacity and meeting infrastructure Perceived poor fit for larger meetings or convention-scale programs SLO CAL’s strongest proposition is experience-led, but consideration depends on making access, capacity, and professional meeting readiness easy to verify. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 59 of 101 HEART+MIND STRATEGIESPg. 23 SLO CAL and its Competitive Set SLO CAL Santa Barbara Monterey Napa ATBID | 11/18/26 | Item B4 | Attachment 1 Page 60 of 101 HEART+MIND STRATEGIESPg. 24 SLO CAL Competitors Strengths + Weaknesses Santa BarbaraMonterey Napa (mentioned unaided as destination competitor) ST REN GTHS WEAK NESS ES ST REN GTHS WEAK NESS ES ST REN GTHS WEAK NESS ES -SLO CAL's closest competitor (geographically and in terms of offerings) -Closer to Los Angeles -Competes with coastal SLO CAL destinations like Pismo Beach -Closer to Bay Area -Limited in terms of experiences -Assumed to be more expensive than SLO CAL -Assumed to be more expensive than SLO CAL -Seen as more upscale/snooty -Perceived to be more expensive -Competes against wine destinations like Paso Robles ATBID | 11/18/26 | Item B4 | Attachment 1 Page 61 of 101 HEART+MIND STRATEGIESPg. 25 Where SLO CAL can win Breadth Coast, wine, downtown, culinary and outdoor activities in one region Authenticity Locally rooted experiences that feel personal, not standardized Intimacy A setting built for smaller groups and genuine interaction Value High quality that feels more attainable and flexible than premium rivals Atmosphere Less traffic, less corporate energy, a more relaxing pace Support High-touch help from destination and local partners Cost Perceived to be less expensive than direct competitors ““It just gives you more options than you would have, let’s say, in Santa Barbara, or it gives you more options than you would have even in Monterey.” – Executive “You know what, I think that the beauty of, again, having the coastal feel, having the, the inland, kind of quiet, tucked awa y, kind of southwestern feel, with not a lot of traffic and the affordability of all the activities, I think it's amazing.” – Meeting Planner PROVEN STRENGTHS — WHERE SLO CAL CAN WIN OPPORTUNITIES — AREAS TO BUILD AND PROVE TO WIN ATBID | 11/18/26 | Item B4 | Attachment 1 Page 62 of 101 HEART+MIND STRATEGIESPg. 26 Where competitors currently win Competitors often have clearer destination associations and established meeting familiarity. Stakeholders already know what Santa Barbara, Monterey, or Napa represents. They also benefit from: 01 Higher awareness and clearer business identity 02 Established meeting familiarity / infrastructure 03 Greater perceived ease of access and relative proximity to big metros ““Cities that have venues that are used to hosting groups that we know we can have a good experience with. because when we go to a venue or a hotel … we want to partner with that venue and make sure that we do have a positive experience, that they understand what our goals and objectives are throughout these meetings, and then we get the level of service that we’re used to.” – Meeting Planner “How easily can you get people there, right? Like, that gets into this, and then, like, what's hotel inventory, right? And then that's why some of these things get … something like San Diego might get picked. Or Scottsdale…” – Executive ATBID | 11/18/26 | Item B4 | Attachment 1 Page 63 of 101 HEART+MIND STRATEGIESPg. 27 What meeting types SLO CAL is - and isn’t - built for Meeting types best fit for SLO CAL •Leadership / management / board meetings •Team-building meetings •Strategic planning meetings •Internal company off-site with time for shared experiences •Company-wide meetings with workforce in CA Meeting types not a good fit for SLO CAL •Large meetings •Company-wide meetings with national distributed workforces •Short meetings (<2 nights) •Client meetings (unless they’re in CA) “I think board members - if we were to do a board retreat or a company retreat, something like that would be ideal.” – Meeting Planner “I would say team building, something that's celebratory, right? Taking out a sales team, taking out the team for having a great year, and things like that. I mean, that would be a fantastic event for SLO.” – Executive “If you need convention center business, or have large groups of people coming in, let's say, 500 to 2,000.” – Meeting Planner “For a short meeting, less than half a day.” – Executive ““ ATBID | 11/18/26 | Item B4 | Attachment 1 Page 64 of 101 HEART+MIND STRATEGIESPg. 28 Competitive positioning opportunity Position SLO CAL as a calm, more personal Central California setting for smaller groups that need space to focus, reconnect, and share a distinctive experience that can include the coast, wine country, food, downtowns, and outdoor activities. ““Laid back. you know, landscapes, beautiful landscapes. And, just that casual, you know, kind of… that laidback feel. It's the California laid-back feel, you know?” – Meeting Planner “Again, you just don't want it to be this, like, oh, it's turned into LA, because SLO CAL is the exact opposite of LA. It is lowkey, everybody's happy, you know, nobody honks, like, I don't even think horns work in that area. I mean, it's just… it's just a fun… I don't want to say laidback, because that's the wrong word, but it's a very good-natured community, and they appreciate what they have, and they want you to appreciate it, if that makes sense.” – Executive ATBID | 11/18/26 | Item B4 | Attachment 1 Page 65 of 101 HEART+MIND STRATEGIES Connecting with Audiences Pg. 29 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 66 of 101 HEART+MIND STRATEGIESPg. 30 How SLO CAL Can Connect with Meeting Planners Meeting planners need practical information to determine whether SLO CAL can accommodate their meeting. ACCESS + LOGISTICS Air access and connections Airport-to-destination travel time Ground transportation considerations MEETING CAPACITY + READINESS Hotel and guest room capacity Meeting space capacity and configurations Evidence that properties can successfully support business groups DESTINATION SUPPORT A knowledgeable contact who understands the meeting brief Help connecting planners with appropriate properties and resources ATTENDEE EXPERIENCE Activities and destination experiences available outside the meeting Make it easy for meeting planners to answer the fundamental question: “Can this destination realistically work for my group?” ATBID | 11/18/26 | Item B4 | Attachment 1 Page 67 of 101 HEART+MIND STRATEGIESPg. 31 How SLO CAL Can Connect with Meeting Planners Show planners why attendees will want to be there Destination activities/experiences Dining/restaurant considerations Appealing destination experience/setting First-hand experience helps: planners said site visits, FAMs, or direct experience helped them evaluate an unfamiliar destination. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 68 of 101 HEART+MIND STRATEGIESPg. 32 How SLO CAL Can Connect with Meeting Planners Who helps me navigate it? Knowledgeable destination support can make SLO CAL easier for planners to evaluate Help assess whether SLO CAL fits the meeting Help identify appropriate properties, venues, and resources Help fill knowledge gaps about an unfamiliar destination ATBID | 11/18/26 | Item B4 | Attachment 1 Page 69 of 101 HEART+MIND STRATEGIESPg. 33 How SLO CAL Can Get Meeting Planners’ Attention Meeting planners respond to a mix of high-touch engagement and practical digital outreach. FIRST-HAND EXPERIENCE FAM trips and site visits help planners experience the destination firsthand and build confidence recommending it. INDUSTRY EVENTS Trade shows, conferences, and planner events create opportunities to discover destinations and build relationships. PERSONAL OUTREACH Direct relationships with destination/CVB representatives help SLO CAL stay visible and relevant when opportunities arise. EMAIL Targeted emails and e-newsletters can provide information that is concise, relevant, and useful. ONLINE SEARCH + WEBSITES Planners actively use search, destination websites, and venue websites to evaluate options when sourcing. SOCIAL MEDIA Visually engaging social content can build awareness and inspire planners to learn more. Meeting planners are reached through multiple touchpoints. Combining personal relationships and firsthand experiences with ea sy-to- find digital information keeps SLO CAL visible throughout the sourcing process. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 70 of 101 HEART+MIND STRATEGIESPg. 34 How SLO CAL Can Connect with Executives Executives evaluate the destination in the context of the purpose and desired outcome of the meeting. Focused strategic work away from day-to-day distractions Stronger leadership and team relationships Time and space for people to engage with one another A shared experience people remember Brainstorming and fresh thinking Executives linked SLO CAL’s calmer setting and experiences to the business outcomes they seek from meeting in person. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 71 of 101 HEART+MIND STRATEGIESPg. 35 How SLO CAL Can Connect with Executives Executives emphasized that an off-site meeting must serve a clear business purpose and deliver enough value to justify the time and expense. A worthwhile off-site meeting: Accomplishes goals and objectives Supports a productive work environment Brings people together and strengthens relationships Is worth the investment Has facilities and accommodations that can support the program ATBID | 11/18/26 | Item B4 | Attachment 1 Page 72 of 101 HEART+MIND STRATEGIESPg. 36 How SLO CAL Can Connect with Executives Executives assess SLO CAL through the total travel effort required of attendees. Availability of nonstop flights The number and convenience of flight connections Realistic airport-to- destination travel times Where attendees are traveling from Executives judge accessibility according to whether the total travel effort is reasonable for their group. Travel feasibility depends on: Whether the meeting is long enough to justify the travel effort ATBID | 11/18/26 | Item B4 | Attachment 1 Page 73 of 101 HEART+MIND STRATEGIESPg. 37 How SLO CAL Can Get Executives’ Attention Executives are more likely to seek out destination information when a meeting need arises. ONLINE RESEARCH Executives most often turn to online search, destination websites, venue websites, and other digital resources to investigate potential destinations Digital information helps them evaluate practical considerations such as access, accommodations, meeting facilities, activities, and cost. EMAIL Email can put a destination on executives’ radar when the message is relevant to a current or potential meeting need. Specific, timely information is more likely to prompt further exploration than broad destination promotion. For executives, being easy to find when a meeting need emerges is more important than maintaining constant visibility —SLO CAL needs strong, business-relevant digital information that supports self-directed research. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 74 of 101 HEART+MIND STRATEGIES Strategic Imperatives Pg. 38 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 75 of 101 HEART+MIND STRATEGIESPg. 39 “Meetings Meet the Moment” Learnings and Application There are 3 core messaging pillars to motivate meeting in-person: Businesses run on relationships, and the strongest relationships are built in-person. Meeting together in the same room accelerates decision- making and strategic alignment. Getting out of the office to meet in person leads to more focused and productive conversations. A variety of differentiating settings and off-site activities for attendees to connect. Meeting spaces ideally sized to accommodate strategic planning meetings, and where these meetings are the focus. A calm setting – not overbuilt or over-commercialized – where your agenda is the focus. SLO CAL as a destination reinforces these motivators by providing… ATBID | 11/18/26 | Item B4 | Attachment 1 Page 76 of 101 HEART+MIND STRATEGIESPg. 40 Strategic Imperatives Focus the articulation of SLO CAL’s business value proposition on three pillars: 1.A variety of high-end, but approachable, experiences that facilitate stronger relationships and reward attendees 2.A destination that is sized such that your event is the focus, without distractions 3.A calm, inviting setting that fosters focused conversation, ideation, and alignment between attendees 1 At an emotional level, connect these benefits to confidence and a sense of accomplishment. •For Planners, the accomplishment is making the right choice and executing a successful event. •For Execs, it’s choosing a destination that fostered the right atmosphere and business outcome.2 Lean into assumptions of affordability without overtly discussing cost. For example, frame a business event in SLO CAL as "easy to execute" in combination with high-end imagery to convey affordability without overstating it.3 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 77 of 101 HEART+MIND STRATEGIESPg. 41 Strategic Imperatives (continued) Consider revamping the website to have a more dedicated meetings-focused layout. For example, have the top navigation bar be meetings-focused when on slocal.com/meetings, and make accessibility and capacity info very easy to find.4 Beyond online content, continue to be present and in-person with Planners. Personal attention and relationships (and site visits) go a long way with this audience.5 Focus efforts primarily on California businesses and associations where there is a base level of familiarity with SLO CAL. Gradually expand awareness to fly markets, particularly those with operations in CA.6 ATBID | 11/18/26 | Item B4 | Attachment 1 Page 78 of 101 HEART+MIND STRATEGIESPg. 42 Atascadero Addendum - Summary ATBID | 11/18/26 | Item B4 | Attachment 1 Page 79 of 101 HEART+MIND STRATEGIESPg. 43 Atascadero Summary FAMILIARITY Very low business destination familiarity. Some recognized the name or location but could not describe accommodations, meeting facilities, activities, or a business-meeting proposition MAIN COMPETITORS Napa, Santa Barbara TOP OF MIND “I do not know Atascadero too much. I'm still gonna say wine, but I'm… that's very vague, because I don't have much knowledge about it.” – Meeting Planner “I am not [familiar]. I think I've heard of it, I just have never… I might have been there, I have no idea. Like, it's just not top of mind, and honestly, my awareness of it is probably close to zero.” – Executive INSIGHTS •Effect of proximity to Paso Robles, Morro Bay, and SLO city •Some saw potential for Atascadero to act as a central base, while others felt that nearby, better-known destinations reduced its distinctiveness •Need to assure planners that transportation will be simple and efficient •Barriers / Concerns: Uncertainty about what Atascadero can offer a business group •Questioned venue and hotel capacity, activities, quality level, and the reason to choose Atascadero over neighboring destinations •Information needed to overcome low familiarity •Must communicate concrete evidence of event readiness •Desire for information around available hotels and rooms, meeting-space sizes/ configurations, transportation, costs, activities, and the intended group fit •Resonance of a high-quality experience at a more accessible price point •Affordability generates strong appeal – the onus is on demonstrating a high-quality experience •How to demonstrate (beyond site visits): videos and word-of-mouth/testimonials ATBID | 11/18/26 | Item B4 | Attachment 1 Page 80 of 101 HEART+MIND STRATEGIESPg. 44 Atascadero Addendum - Detail ATBID | 11/18/26 | Item B4 | Attachment 1 Page 81 of 101 HEART+MIND STRATEGIESPg. 45 Familiarity and How to Increase Awareness INSIGHTS •Overall familiarity is very low. •Most respondents were either unfamiliar or vaguely aware of Atascadero. •Familiarity was generally not tied to business meetings. When awareness existed, was often connected to passing through the area, golf, wineries, shopping, or associations with nearby destinations (Paso Robles and Morro Bay) rather than meetings and events. •Proximity to locations with SLO CAL helps Atascadero, but only to a point. •Many viewed Atascadero's location as a positive because it could function as a base camp from which attendees can access wineries, beaches, Paso Robles, Morro Bay, and other activities. •Being centrally located between multiple recognized destinations increases flexibility and potential agenda options. •The location suggests potential value versus staying in better- known destinations directly. •However, some said proximity did not meaningfully increase appeal because they still didn't know what Atascadero itself offered. •Addressing this awareness barrier is a clear priority to help define Atascadero’s value proposition. •Educating Meeting Planners and Executives on the destination should factor in the following: 1.Articulate the signature experiences that define Atascadero. This can include its unique location, but also needs to highlight local reasons to choose. 2.Showcase meetings readiness in the form of lodging capacity, meeting spaces, and event vendors (catering, A/V, etc.). 3.Show what attendees can do in the context of business benefits. Examples could include golf, wine, ranch experiences, coastal proximity, and team-building activities. 4.Increased visibility including more planner engagement (site visits, FAMs, industry event representation), more outreach, and business-focused storytelling that provides examples for audiences to start envisioning Atascadero for their own meetings. ATBID | 11/18/26 | Item B4 | Attachment 1 Page 82 of 101 HEART+MIND STRATEGIESPg. 46 Value INSIGHTS •Offering a high-quality experience at a more accessible price point is strongly motivating, but need to demonstrate quality and value. •Particularly when regional competitors like Santa Barbara, Monterey, and Napa are considered expensive, this idea resonates strongly. •However, for those who have never booked a place before, claims of value need to be substantiated. •“Value matters more than cheap.” - Executive •Ways to demonstrate value: 1.Side-by-side comparisons showing venue/layout quality, or comparisons of amenities, available experiences, etc. 2.Case studies demonstrating successful events/programs, which could include sample itineraries and/or testimonials 3.Packages or turnkey programs that make a new destination easy to understand and approachable 4.Transparent, simple articulations of what costs cover to reassure that audiences are getting what they are asking for ATBID | 11/18/26 | Item B4 | Attachment 1 Page 83 of 101 This Page Intentionally Left Blank Page 84 of 101 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B5 11/18/26 2027 SLO CAL IPW Conference Booth Co-op Review RECOMMENDATION: ATBID Advisory Board review and approve participation and delegate assignment at the 2027 SLO CAL Booth Co-op at the IPW Conference. DISCUSSION: IPW is upon us, and we once again will have the opportunity to share in the destination booth with Visit SLO CAL. This is a great opportunity to network and generate group business with both regional and international travel partners. This year’s show takes place in New Orleans, Louisiana from May 2-6, 2027, where we will showcase SLO CAL in a 10’ x 40’ exhibit. In 2026, Visit Atascadero was part of Visit SLO CAL’s 2026 IPW delegation in Ft. Lauderdale, Florida. The materials distributed were of interest to tour operators and are an important takeaway as they consider Atascadero an ideal potential destination. At this time, the IPW Co-op has been historically approved by the ATBID Board, and we are budgeted to attend it again. Our spot has been secured as part of Visit SLO CAL (VSC) for the booth and registration for delegates for who will participate in the shared appointments in the VSC booth. The current budget allows for booth participation, airfare and hotel accommodation for one representative from Visit Atascadero, which is estimated to total approximately $10,500. Sales leads generated at the 2026 IPW were shared with lodging owners this past year and will be shared once again as a result of our participation. We would like the ATBID Board to consider and approve sending DMO, Terrie Banish, to attend IPW again this year to represent at the 2027 IPW Conference. FISCAL IMPACT: Up to $10,500 ATTACHMENT: 1. IPW 2027 Booth Co-op Registration Form Page 85 of 101 ATBID | 11/18/26 | Item B5 | Attachment 1 Page 86 of 101 CITY OF ATASCADERO ADVISORY BOARD FOR THE ATASCADERO TOURISM BUSINESS IMPROVEMENT DISTRICT STAFF REPORT Item B6 11/18/26 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 September 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 11.10.26 4. Community Performance Report September 2026 5. STR Monthly Report September 2026 Page 87 of 101 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 11/10/2026 09:45User: 5455KClarkProgram ID: glytdbud Page 1 FOR 2027 03 JOURNAL DETAIL 2027 1 TO 2027 3 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 | 11/18/26 | Item B4 | Attachment 1 Page 88 of 101 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 11/10/2026 09:45User: 5455KClarkProgram ID: glytdbud Page 2 FOR 2027 03 JOURNAL DETAIL 2027 1 TO 2027 3 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 | 11/18/26 | Item B4 | Attachment 1 Page 89 of 101 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 11/10/2026 09:45User: 5455KClarkProgram ID: glytdbud Page 3 FOR 2027 03 JOURNAL DETAIL 2027 1 TO 2027 3 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 | 11/18/26 | Item B4 | Attachment 1 Page 90 of 101 City of Atascadero ~CA 5048~ YEAR-TO-DATE BUDGET REPORT Report generated: 11/10/2026 09:45User: 5455KClarkProgram ID: glytdbud Page 4 FOR 2027 03 JOURNAL DETAIL 2027 1 TO 2027 3 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 | 11/18/26 | Item B4 | Attachment 1 Page 91 of 101 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 9/30/26 2026-2027 REVENUES 41530.6300 Taxes and Assessments 431,401$ 419,591$ 442,589$ 536,512$ 172,215$ 534,030$ 45920.0003 Assessment Penalties 3,904 657 934 14,404 66 - 46110.0000 Investment Earnings 2,966 30,734 35,844 23,219 - 16,720 Total Revenue 438,271 450,982 479,367 574,136 172,282 550,750 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 65,711 292,200 6600000 Professional Development - 475 830 - - 9,500 6900000 Administration 4,353 4,202 4,435 5,509 1,723 5,340 7805029 Opportunities Funding*** - - - - - 65,000 Total Expenses 293,960 367,832 482,791 462,994 83,063 546,340 NET INCOME/(LOSS)144,311 83,150 (3,423) 111,141 89,218 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$ 948,508$ 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 9,375 65,711$ *** Opportunities Funding - -$ Atascadero Tourism Business Improvement District (ATBID) Fund 11/10/2026 ATBID | 11/18/26 | Item B6 | Attachment 2 Page 92 of 101 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$ 608,369.73$ 2,046,284.58$ Fiscal Year 2026*614,232.67$ 471,500.15$ 360,063.93$ 609,740.56$ 2,055,537.31$ Fiscal Year 2027*688,136.78$ -$ -$ -$ 688,136.78$ * 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 | 11/18/26 | Item B6 | Attachment 3 Page 93 of 101 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 , September 2026 Hotel Performance TOT Revenue Visitor Arrivals Previous Quarter Hotels in San Luis Obispo County had a strong month in September, with demand growth up 11% YOY, leading occupancy to boost 10% to 71.5%. Rates grew 8.5% which led revenue up 20.4% YOY to $48.4M. Among the comp set, all markets experienced significant growth. SLO County saw the largest gainsin demand and occupancy, while Santa Barbara claimed the highest growth in ADR (+12.1%), RevPAR (+20.6%), and revenue (+21%). United States room demand grew 5.8% YOY. Submarkets were led by supply growth in Pismo Beach (+5%), demand growth in San Simeon (+21.3%), and revenue growth in San Simeon (+36.7%). All markets experienced double-digit growth in revenue except for Arroyo Grande (+7.4%). TOT for August totaled $6.5M, up 4.2% from last year. Unincorporated locations reported 10.5% growth from the previous year, followed by SLO City (+10.1%) and Pismo Beach (+4.3%). YTD, TOT totaled $14.6M, up 11.1% YOY. 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). 231.7K Hotel Demand ▲ 11.0% YOY - Monthly $6,530,728 Transient Occupancy Tax ▲ 4.2% YOY - Monthly $271.2M Total Spending for 2026 Q2 ▲ 7.2% YOY - Quarterly 1.8M Visitors for 2026 Q2 ▲ 6.8% YOY - Quarterly ATBID | 11/18/26 | Item B6 | Attachment 4 Page 94 of 101 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 , September 2026 Date September 2026 Location Atascadero, CA % Change YOY Report Monthly Based On Fiscal Atascadero, CA Hotel Performance - Monthly Occupancy ADR RevPAR $100$14867.6%18.8K Supply 12.7K Demand $1.9M Revenue ▲ 27.8%▲ 17.9%▲ 1.8%▲ 25.6%▲ 8.4%▲ 15.9% YOY Transient Occupancy Tax Revenue August 2026 - Monthly $6,530,728 San Luis Obispo County ▲ 4.2% 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 67.7% 67.6% 75.9% 69.5% 68.4% 71.2% 72.1% 74.0% 69.4% 71.5% 75.2% 64.4% 72.2% $146 $148 $232 $254 $173 $199 $196 $215 $257 $209 $193 $159 $225 $100 $176 $177 $118 $142 $142 $159 $179 $149 $145 $102 $162 $99 Hotel Performance by Community September 2026 - Monthly Pismo Beach Unincorporated San Luis Obispo Paso Robles Morro Bay Arroyo Grande Grover Beach 1,813,059, ▲ 10.5% 1,276,832, ▲ 10.1% 814,895, ▼ -10.6% 104,086, ▼ -10.3% 1,829,811, ▲ 4.3% 537,849, ▲ 1.4% 154,196, ▲ 0.9% Transient Occupancy Tax Monthly, % Change YOY 2023 2024 2025 2026 68%AVG Occupancy Atascadero, CA Transient Occupancy Tax San Luis Obispo County Total - Fiscal Year Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $6.5M Occupancy FY 2023 FY 2024 FY 2025 FY 2026 FY 2027 ATBID | 11/18/26 | Item B6 | Attachment 4 Page 95 of 101 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 , September 2026 Date September 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 60.4%$174.09 $105.15 25.0K 15.1K $2.6M ▲ 22.4%▲ 15.2% ▼ -1.6%▲ 24.5%▲ 6.2%▲ 17.2% 64.9%$187.45 $121.73 77.8K 50.6K $9.5M ▲ 12.5%▲ 6.0% ▼ -0.4%▲ 12.9%▲ 6.1%▲ 6.4% Hotels: Atascadero, CA YOY YTD Fiscal YTD YOY 67.6%$147.59 $99.71 18.8K 12.7K $1.9M ▲ 27.8%▲ 17.9%▲ 1.8%▲ 25.6%▲ 8.4%▲ 15.9% 71.3%$153.42 $109.45 57.6K 41.1K $6.3M ▲ 14.3%▲ 6.7%▲ 1.8%▲ 12.3%▲ 7.2%▲ 4.8% Short Term Rentals: Atascadero YOY YTD Fiscal YTD YOY 38.9%$312.67 $121.51 6.2K 2.4K $758.8K ▲ 10.9%▲ 2.9% ▼ -10.7%▲ 24.2%▲ 7.8%▲ 7.2% 46.7%$335.19 $156.67 20.3K 9.5K $3.2M ▲ 9.0%▲ 3.1% ▼ -6.1%▲ 16.1%▲ 5.7%▲ 9.9%Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26 Jun-26 Jul-26 Aug-26 Sep-26 $2.4M $2.1M $1.8M $1.3M $1.5M $1.9M $2.3M $2.6M $3.3M $3.8M $3.1M $2.6M 30% 33% 39% 31%31%32% 33%33% 37% 37% 33% 29% Lodging Revenue & Contribution Atascadero, CA (Hotels) and Atascadero (Short Term Rentals) % Share Short Term Rentals Aggregate Revenue ATBID | 11/18/26 | Item B6 | Attachment 4 Page 96 of 101 Source: Azira Monthly Visitation San Luis Obispo County , September 2026 Date September 2026 Report Monthly Based On Fiscal 89% Overnight Trip Share 1.6 days Avg. Length of Stay 84% Repeat Trip Share Top 15 Points of Interest September 2026 - Monthly Poi Name % Overnight % Repeat Pismo Beach 95.7% 85.0% San Luis Obispo 94.2% 84.7% Paso Robles 91.3% 80.6% Downtown Pismo Beach 95.5% 88.1% Morro Bay 94.4% 87.5% 46 East Paso Wine Cou.. 89.9% 83.5% Downtown Cambria 97.3% 79.9% Cambria 97.3% 79.9% Avila Beach 96.0% 84.0% Atascadero 89.9% 81.2% Downtown Paso Robles 90.7% 73.9% Grover Beach 91.1% 86.6% 28.3% 21.0% 16.1% 13.8% 13.4% 10.0% 7.1% 7.1% 7.0% 6.5% 6.4% 6.1% Fresno, CA Bakersfield-Delano, CA Los Angeles-Long Beach-Anaheim, CA Visalia, CA Oxnard-Thousand Oaks-Ventura, CA San Francisco-Oakland-Fremont, CA Sacramento-Roseville-Folsom, CA San Jose-Sunnyvale-Santa Clara,CA Riverside-San Bernardino-Ontario,CA Salinas, CA 17.6% 13.7% 10.5% 8.9% 5.6% 4.7% 4.5% 3.7% 3.6% 2.2% Top 10 Domestic Origin Markets September 2026 - Monthly, % Share of Trips Share of Repeat Visits to SLO County Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 83.6% 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 | 11/18/26 | Item B6 | Attachment 4 Page 97 of 101 Source: Azira Community Cross-Visitation Atascadero , September 2026 Date September 2026 Report Monthly Based On Fiscal Primary Atascadero 1.6 days Avg. Length of Stay 88.8% Overnight Visitors Pismo Beach San Luis Obispo Paso Robles Morro Bay 46 East Paso Wine Country Avila Beach Grover Beach 46 West Paso Wine Country Templeton Cayucos Arroyo Grande 5.9% 6.1% 6.3% 6.4% 6.7% 9.3% 16.0% 18.7% 21.1% 25.7% 37.5% Top Cross-Visited Communities From Atascadero Communities visited by those starting their trip in Atascadero Fresno, CA Bakersfield-Delano, CA Visalia, CA San Francisco-Oakland-Fremont, .. Los Angeles-Long Beach-Anaheim, CA Sacramento-Roseville-Folsom,CA Oxnard-Thousand Oaks-Ventura, CA Hanford-Corcoran, CA San Jose-Sunnyvale-Santa Clara, CA Riverside-San Bernardino-Ontario, CA Merced, CA Stockton-Lodi, CA 1.8% 2.0% 2.0% 4.3% 4.4% 4.4% 4.4% 6.2% 6.2% 11.1% 12.8% 26.4% Top Cross-Visited Communities From Atascadero Huasna Creston Pismo Beach Oceano Cayucos Cambria California Valley Paso Robles Morro Bay San Luis Obispo San Simeon Grover Beach 46 East Paso Wine Coun.. Arroyo Grande San Miguel Los Osos & Baywood Pa.. Avila Beach Nipomo Ragged Point 46 West Paso Wine Cou.. Templeton 1.0 1.0 1.0 1.1 1.2 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 1.7 1.7 1.7 1.9 2.0 Avg. Communities Visited per Trip All Community Visitors Average number of communities visited per trip during September 2026 (Month) ATBID | 11/18/26 | Item B6 | Attachment 4 Page 98 of 101 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 , September 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 Dallas-Fort Worth, .. San Francisco, CA Los Angeles, CA Chicago, IL Las Vegas, NV 9.7% 9.0% 7.3% 6.6% 5.4% 3.8% 3.8% 3.1% 1.8% 1.6% 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 | 11/18/26 | Item B6 | Attachment 4 Page 99 of 101 Source: Community Benchmark Community Benchmark Wineries San Luis Obispo County , September 2026 Date September 2026 % Change YOY Report Monthly Based On Fiscal Region All Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales $1.66M$98.5M$23.9M0.15M ▲ 19.3%▲ 12.5%▲ 3.1%▲ 3.5% YOY Visitors Tasting Room Sales DTC Total Sales On-Site Event Sales 31,911612,051149,339980 ▲ 19.3%▲ 12.5%▲ 3.1%▲ 3.5% YOY SLO CAL Region Visitation by Year September 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 11.6K 15.1K 10.0K 2.2K 5.7K 12.6K 23.1K 7.4K 2.0K 7.5K 18.0K 4.7K 5.5K 2.0K 4.7K 17.2K 3.6K 4.4K 2.0K 4.0K 16.9K 3.3K 4.4K 1.7K 4.4K Average DTC Sales by Region September 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 $3.1M $4.9M $3.8M $0.9M $1.9M $16.1M $1.7M $4.4M $0.5M $1.5M $15.5M $0.8M $4.2M $6.7M $0.8M $11.8M $0.8M $5.5M $0.2M $0.7M $17.2M $1.1M $5.7M $0.2M $0.7M Total Visitors Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun 31K Total DTC Sales Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun $24,901.1K FY 2022 FY 2023 FY 2024 FY 2025 FY 2026 FY 2027 ATBID | 11/18/26 | Item B6 | Attachment 4 Page 100 of 101 Tab 2 - Multi-Segment Currency: USD - US DollarVisit SLO CALFor the month of: September 2026 Percent Change from September 2025 Percent Change from YTD 2025 September 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+67.7 66.3 145.76 138.71 98.73 91.94 2.2 5.1 7.4 7.4 0.0 2.2 67.4 65.7 145.39 142.24 97.94 93.48 2.5 2.2 4.8 4.8 0.0 2.5 7 4 438 371 Atascadero, CA+67.6 58.3 147.59 136.18 99.71 79.41 15.9 8.4 25.6 27.8 1.8 17.9 61.8 61.6 141.45 136.82 87.43 84.23 0.4 3.4 3.8 5.0 1.2 1.6 8 6 626 585 Cambria, CA+75.9 64.8 232.12 210.23 176.28 136.13 17.3 10.4 29.5 29.5 0.0 17.3 73.6 66.8 220.31 209.40 162.06 139.82 10.2 5.2 15.9 15.9 0.0 10.2 21 14 751 480 Morro Bay, CA+68.4 64.5 173.02 151.52 118.28 97.72 6.0 14.2 21.0 22.4 1.1 7.2 67.6 63.4 162.10 150.09 109.60 95.12 6.7 8.0 15.2 16.1 0.7 7.5 32 9 985 433 Paso Robles, CA+74.0 65.5 214.83 200.34 158.95 131.22 13.0 7.2 21.1 19.4 -1.5 11.3 66.3 67.4 203.66 197.96 134.94 133.51 -1.7 2.9 1.1 7.3 6.1 4.3 23 13 1616 1215 Pismo Beach, CA+69.4 66.5 257.43 230.78 178.73 153.53 4.4 11.5 16.4 22.2 5.0 9.6 68.5 67.7 256.79 245.63 176.03 166.39 1.2 4.5 5.8 8.2 2.3 3.5 29 16 2121 1673 San Luis Obispo, CA+75.2 68.6 193.18 186.68 145.36 128.14 9.6 3.5 13.4 13.1 -0.3 9.3 74.3 71.7 191.76 183.78 142.49 131.68 3.7 4.3 8.2 9.9 1.6 5.3 41 25 2628 1955 San Simeon, CA+64.4 53.6 158.77 140.92 102.28 75.57 20.1 12.7 35.4 36.7 1.0 21.3 64.8 55.0 146.14 137.46 94.67 75.66 17.7 6.3 25.1 16.6 -6.8 9.7 10 5 606 353 Five Cities+69.5 66.7 254.02 228.54 176.52 152.47 4.2 11.2 15.8 19.8 3.5 7.8 68.5 67.6 248.45 237.59 170.23 160.73 1.3 4.6 5.9 7.9 1.9 3.2 47 25 2995 2269 North Coast+71.2 60.9 199.44 178.50 142.01 108.76 16.9 11.7 30.6 31.1 0.4 17.3 69.8 62.5 187.47 176.82 130.84 110.53 11.6 6.0 18.4 15.2 -2.7 8.7 41 19 1535 833 North County+72.1 63.6 196.44 183.47 141.73 116.61 13.5 7.1 21.5 20.9 -0.6 12.9 65.0 65.7 186.37 180.69 121.22 118.79 -1.1 3.1 2.0 6.8 4.6 3.5 32 19 2269 1800 South County+72.2 67.6 224.68 208.58 162.20 141.08 6.7 7.7 15.0 16.9 1.7 8.5 71.3 69.6 220.83 211.65 157.38 147.22 2.5 4.3 6.9 8.7 1.7 4.2 87 50 5605 4224 San Luis Obispo County 71.5 65.0 208.76 192.48 149.34 125.20 10.0 8.5 19.3 20.4 0.9 11.0 69.0 66.9 202.04 193.53 139.40 129.46 3.1 4.4 7.7 10.1 2.2 5.5 202 98 10797 7422 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 - September 2026 vs September 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 - September 2026 vs September 2025 Occ %RevPAR Rooms Participation PropertiesADRRevPARADR ATBID | 11/18/26 | Item B6 | Attachment 5 Page 101 of 101